Case Studies

Transforming Marketing In The Retail Industry

Established in 1962, Kohl's has quickly become one of the nation’s largest retailers. Based in Menomonee Falls, Wisconsin, Kohl's is a family-focused, value-oriented, specialty department store offering quality exclusive and national brand merchandise to the customer in an environment that is convenient, friendly and exciting.

Challenges

No centralized management of the thousands of marketing and promotional items produced each year

Inability to effectively collaborate and share production materials with outside vendors (agencies, printers, etc)

Immediate problem: a new customer loyalty program was targeted to be launched without any supporting (or enabling) information systems

Inability to track production of reward-based promotional items over time and therefore no “lifecycle-oriented” reports regarding program execution

Approach

Define Program and Job Jackets to manage all production efforts

Leverage Workflow Manager to enforce structured processes for the production of all marketing items across all types of materials

Ensure that all production materials are properly categorized into a hierarchical structure to facilitate alignment to Programs, Objectives and Strategies

Provide outside vendors with secure access to relevant job, milestone and review-related information

Use Digital Asset Manager to manage the release and availability of published marketing and promotional items

Results

Consolidated information across all production jobs into one central repository

Gained organization-wide reporting capabilities across all programs and initiatives

Facilitated the delivery & collection of review materials & approvals to outside agencies

Tracked the production and delivery of loyalty items to gain lifecycle-oriented views into
program execution

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